Google's October Demand Gen update claims over 20% average conversion uplift for advertisers with tag gateway, and adds a Data Strength Uplift metric. The footnote for the figure was not visible, and The Zebra reports 16% more conversion volume.
DoubleVerify's "Scroll, Stop and Shop" report, emailed October 14, 2026, surveyed 22,000 consumers in 21 countries and 2,020 marketers in 25. Social purchasers fell to 25% from 30% and influencer influence to 48% from 54%.
Lunio's October 6, 2026 report on more than five million education-sector clicks found competitor-brand campaigns at 9.3% invalid traffic against 4.7% for generic ones, and a sector rate rising from 4.08% to 5.42%.
Advertisers can now start Conversion Lift studies for Search and Performance Max without a Google representative, with a $5,000 minimum budget. Google also changed how a view counts for Demand Gen display ads.
A study published September 30, 2026 analysed 1,934 Kroger ads on Meta and DV360. It says creative following the recommendations converted about four times better and that reallocating spend could double conversions.
A September 2026 essay by measurement lead Karan Dhir revisits a 2023 Marketing Science study of 663 Facebook experiments: median lift for upper-funnel campaigns was 29% in randomised tests but 83% under double machine learning.
A preprint by Niklas Heusch, submitted August 21, 2026, finds a conventional MMM reported paid search ROAS of 10.61x against a true 4.20x on synthetic data, while a method built on four geo-experiments recovered 4.14x.
On September 21, 2026 Google Analytics began supporting data filters that allow only a list of approved hostnames, and automatically block events with empty hostnames, which often signal spam. The Measurement Protocol is unaffected.
On October 5, 2026 OpenAI listed attribution, data-connection, experiment and brand-study partners for ChatGPT Ads, plus two verification pilots. The early results it cites are vendor-supplied.
The ANA's measurement conference ran September 28-30, 2026 in Chicago, presented by Google, with more than 50 speakers from brands including McDonald's, Wayfair, Meta, Adobe, Lowe's and United Airlines.
